The company has started selling “The Prime,” a 6.3-ounce Swiss beef burger topped with "rustic mountain cheese," bacon, coleslaw, arugula and special sauce as part of the chain’s new “Signature" lineup.
In addition to the burger, McDonald's is also introducing fries that are “flat and round like chubby potato chips.”
"Twelve dollars is enough to even get Swiss consumers asking: How the devil can we pay $12 for a burger?" Scott Hume, the editor of the BurgerBusiness blog told USA Today.
According to ads, the Prime packs "character, taste and size” and was developed with the help of Swiss TV cooking show host Rene Schudel. The new line also includes items like the Ebly Salad, which comes with wheatberries and melon, and a chicken caesar salad.
"Posh is OK, again," Hume said.
Americans who want to try the burger had better get their passports in order. “There are no plans to bring this to the U.S,” said McDonald's spokeswoman Becca Hary.
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